Consumer
Behaviour
Who is a Consumer ?
• Any individual who purchases goods and
services from the market for his/her end-
use is called a consumer.
• In simpler words a consumer is one who
consumes goods and services available
in the market.
• Example - Tom might purchase a tricycle
for his son or Mike might buy a shirt for
himself. In the above examples, both Tom
and Mike are consumers.
What is consumer Interest ?
• Every customer shows inclination
towards particular products and services.
Consumer interest is nothing but
willingness of consumers to purchase
products and services as per their taste,
need and of course pocket.
Why Study Consumer Behaviour?
• The consumer or buyer is the person or
group of persons, who decide what to
buy, when to buy and what not to buy. In
competitive environment one cannot
thrust a product on consumer. He has to
produce what is demanded or what can
be demanded. The marketing personnel
study consumer behaviour to find out
what can be sold and what goods or
services are likely to be rejected.
What is Consumer Behaviour ?
• Consumer Behaviour is a branch which deals with the
various stages a consumer goes through before
purchasing products or services for his end use.
• Why do you think an individual buys a product ?
§ Need
§ Social Status
§ Gifting Purpose
• Why do you think an individual does not buy a product ?
§ No requirement
§ Income/Budget/Financial constraints
§ Taste
• When do you think consumers purchase products ?
§ Festive season
§ Birthday
§ Anniversary
§ Marriage or other special occasions
Definition of consumer
behaviour
• Consumer behaviour is the study of how
individual customers, groups or
organizations select, buy, use, and
dispose ideas, goods, and services to
satisfy their needs and wants. It refers to
the actions of the consumers in the
marketplace and the underlying motives
for those actions.
Advantages of consumer
behaviour
• Saves from Disaster:
• Helps in Formulating Right Marketing
Strategy:
• Segmentation of Market is Helped:
• Helps in Development of New Products:
• Helps in Product Orientation:
• Helps in Reorientation of Packaging:
• Helps Consumers to Study their
Behaviour:
Nature of Consumer Behaviour:
1. Influenced by various factors:
2. Undergoes a constant change:
3. Varies from consumer to consumer:
4. Varies from region to region and country to
county:
5. Information on consumer behaviour is
important to the marketers:
6. Leads to purchase decision:
7. Varies from product to product:
8. Improves standard of living:
9. Reflects status:
factors that influence
the consumer
a. Marketing behaviour
factors such as product design, price,
promotion, packaging, positioning and distribution.
b. Personal factors such as age, gender, education and
income level.
c. Psychological factors such as buying motives,
perception of the product and attitudes towards the
product.
d. Situational factors such as physical surroundings at
the time of purchase, social surroundings and time
factor.
e. Social factors such as social status, reference groups
and family.
f. Cultural factors, such as religion, social class—caste
and sub-castes.
Consumer behaviour
model